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ABSTRACT The rapid emergence of artificial intelligence (AI) is fundamentally transforming the relationship between consumers and businesses, introducing new dynamics that remain only partially understood. Although this relationship has long been examined in the research domains of consumer behavior and customer relationship management, the new AI‐enabled customer journey has been reshaped by data‐driven co‐creation and predictive analytics, which enhance personalization and real‐time engagement to unprecedented levels. Fast‐paced waves of technological evolution and the transformative potential of AI demand a rethinking of the customer journey. Therefore, this systematic literature review uses the SPAR‐4 protocol guided by the TCCM (Theory, Context, Characteristics, and Methodology) framework to assess 101 peer‐reviewed journal articles published between 2020 and 2024. This review identifies the prevailing theoretical foundations, research contexts, key characteristics, and methodological approaches at the intersection of AI and customer journey research. Furthermore, it synthesizes the primary benefits and barriers associated with AI adoption for consumers and organizations. The study proposes a comprehensive research agenda that signals a way to expand theoretical perspectives (Theory); diversify AI tools, customer segments, organizational types, and cultural settings studied (Context); and expand new variables (Characteristics) and methodological innovations (Methodology) to advance knowledge in this evolving field.
Gouveia et al. (Sat,) studied this question.